Dtermin Logo

Helping entrepreneurs succeed online.

The Problem

Small business owners know and understand how important online lead generation is, but the endless tools, advice and content ‘designed to serve their needs’ is largely conflicting - making the learning curve quite difficult to climb.

Dtermin came about as a way to simplify and solve the gruelling task of sorting through thousands of keywords for a website, product or service. Its purpose was to help users achieve a list of terms to target and act on, gain insight into which customers are searching for them and what search queries they’re using to do it.

 
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Helping entrepreneurs succeed online.

The Problem

Small business owners know and understand how important online lead generation is, but the endless tools, advice and content ‘designed to serve their needs’ is largely conflicting - making the learning curve quite difficult to climb.

Dtermin came about as a way to simplify and solve the gruelling task of sorting through thousands of keywords for a website, product or service. Its purpose was to help users achieve a list of terms to target and act on, gain insight into which customers are searching for them and what search queries they’re using to do it.

 

My Involvement & Role

This was the most fun I’ve had on any project, as I had the chance to work with some amazing folks. I was brought on to help define the brand and the product, facilitating a series of stakeholder workshops.

I was then tasked to lead the UI and UX with a small team of designers, content strategists and developers.

 
 

A Truly UCD Process

Understanding how small business owners were going to use the tool was essential. User research and interviews with several small business owners helped us gain amazing insight and context into their world.

With multiple whiteboard sessions, rapid prototyping and internal validation, the framework quickly took shape. We established a flow that helped users achieve their goals in four stages:

  1. An intuitive onboarding process that demystified lead generation.
  2. Build a list based on their product or service.
  3. Target the ones that really matter from your list.
  4. Execute that targeted list and start to build targeted traffic.
 
 
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Evaluation

To validate my design efforts, I used a combination of qualitative and quantitative methodologies, such as remote usability testing, static UI click tests and visitor recordings.

I discovered that 'simple' wasn’t necessarily what our users wanted. My hypothesis was that, if we ‘chopped’ up each stage in the targeting process, I could reduce the cognitive load for our users, especially ones that weren’t familiar with online marketing or lead generation.

It turned out they just wanted to get straight to sorting the lists of keywords they were generating. They weren’t intimidated by the numbers or the results Dtermin returned, in fact they perceived our system to be more robust and accurate if there were more results. So the challenge in this scenario was to combine the first 3 stages into one screen.

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A Truly UCD Process

Understanding how small business owners were going to use the tool was essential. User research and interviews with several small business owners helped us gain amazing insight and context into their world.

With multiple whiteboard sessions, rapid prototyping and internal validation, the framework quickly took shape. We established a flow that helped users achieve their goals in four stages:

  1. An intuitive onboarding process that demystified lead generation.
  2. Build a list based on their product or service.
  3. Target the ones that really matter from your list.
  4. Execute that targeted list and start to build targeted traffic.
Image

Evaluation

To validate my design efforts, I used a combination of qualitative and quantitative methodologies, such as remote usability testing, static UI click tests and visitor recordings.

I discovered that 'simple' wasn’t necessarily what our users wanted. My hypothesis was that, if we ‘chopped’ up each stage in the targeting process, I could reduce the cognitive load for our users, especially ones that weren’t familiar with online marketing or lead generation.

It turned out they just wanted to get straight to sorting the lists of keywords they were generating. They weren’t intimidated by the numbers or the results Dtermin returned, in fact they perceived our system to be more robust and accurate if there were more results. So the challenge in this scenario was to combine the first 3 stages into one screen.

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Data Visualization and Workflow

One of the concepts we explored was that of visualizing the results in an interactive bubble chart. While the concept proved fun to use, it wasn’t practical in terms of execution. So we shelved it once we better articulated our flow.
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Another thing we uncovered, was that even though they had terms to execute on at the end, they wanted to be told what to do with them.

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Data Visualization and Workflow

One of the concepts we explored was that of visualizing the results in an interactive bubble chart. While the concept proved fun to use, it wasn’t practical in terms of execution. So we shelved it once we better articulated our flow.

Image

Another thing we uncovered, was that even though they had terms to execute on at the end, they wanted to be told what to do with them.

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Other Brand Elements

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Other Brand Elements

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Other Branded Elements

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